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Why is the report relevant to you?
The report is the first global qualitative viewpoint of the COVID-19 pandemic.
It analyses human response to the virus according to the situation in 17 different countries, taking into consideration economic, socio-political and cultural factors. The output therefore includes nuanced local analysis as well as plenty of concrete market-specific insights. The countries involved include:
- Australia
- Italy
- Arab Emirates
- Argentina
- Belgium
- Brazil
- China
- France
- Germany
- India
- Russia
- Saudi Arabia
- Singapore
- Spain
- Thailand
- UK
- USA
The analysis identified five consumer archetypes – the Warrior, the Jester, the Innocent Victim, the Common Man and the Creator. Each of the Archetypes has a corresponding role for brands to meet their needs. Concrete examples from the countries and across industries are used to bring to life each possible brand role.
The report also highlights 7 key insights for brands to take into consideration as they move into the future.
The report is supported by a series of videos, one for each insight, to bring it to life quickly and easily. These can be accessed using the same link as above.
This initiative was strongly supported by Esomar, and the report and videos can also be accessed via the Esomar website.